Update: In a statement issued today, BMW CEO, Norbert Reithofer, talked about the new “i-Setta” being sold as a sub-brand. We’re not sure if it will be indeed a fourth brand without the BMW name in front of it or simply a sub-division as the Motorsport one.
After months of debates and strategy planning, sources close to BMW confirm that a fourth BMW Group brand will be formed. It will be marketed under the name “i-Setta” and the megacity vehicle will be sold under this new brand. Quoting the source, “i-Setta” will be a reimagining of the original cult classic using today’s and tomorrows technology to provide urban mobility and sustainability in a lovable modern design wholly inspired by the original.”
Sounds fancy? Sure does and in our opinion, this is the best solution that BMW could have chosen in this current economic climate. Creating a new and fourth brand that focuses on electric/fuel efficient cars, will allow BMW to maintain their image of a sport luxury automaker without diluting that brand.
The i-Setta brand will allow BMW to create the Megacity vehicles that are geared towards congested cities. The same source confirms that within the MINI brand, a new electric vehicle will be also sold under the name MIN-i.
An Isetta/i-Setta marketing campaign has already started today when a new image campaign was launched by the BMW Museum.
We’re working on getting more news related to this latest development, so stay tuned.